Lancôme has abandoned new app relaunches in favor of a mobile site that functions like an app. Using Mobify’s progressive web technology, the new mobile site will mimic the clean layout, large buttons, and image-heavy tiles that make for an easier browsing experience on the app.

The beauty brand is already receiving props for its decision to prioritize the mobile site. After generating initial excitement, mobile apps have been known to be cost drains. Seventy-seven percent of mobile apps never used after three days of installation and 95% are never used again after 90 days. Furthermore, Augmented Reality – used in many beauty apps as a selling point for downloads – can now be implemented on mobile browsers as well. All signs point to beauty brands following in Lancôme’s footsteps and forgoing apps in favor of well-designed mobile sites.

The trend has already been in full swing in other categories. L2’s 2016 Fashion report observes a trend of brands moving away from app-based solutions; just 17% of fashion brands had adopted an iOS e-commerce app in 2016 vs. 23% in 2015. Android e-commerce apps had also declined, from 20% to 11%. Mobile web audiences are growing at twice the rate of app audiences, and brands should factor that in their development strategies.

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